The Healthtech Marketing Show

Are you ready for 2024? To help you plan for the new year and take advantage of key opportunities, host Adam Turinas recently gathered insights from dozens of health tech marketing leaders on what trends they foresee. In this episode, Adam summarizes the 9 big themes that will shape marketing strategy in the year ahead. Some overarching trends include a shift from volume to quality mindsets, more responsible adoption of AI, and tighter alignment between teams like marketing, sales and customer retention. While budgets may remain flat and proving ROI is crucial, there remain opportunities for savvy marketers focused on driving and showcasing measurable outcomes.  Specific topics covered include: - Budget pressures and the importance of ROI   - Accelerating AI adoption + ethical considerations    - Moving from lead quantity to quality - Quantifying marketing’s revenue impact - Video production challenges   - Opportunity in linking PR and content     - Writing still a vital in-house skill - Tech stack consolidation pressure   - Rising priority of customer retention Whether you lead marketing at an emerging health tech startup or an established industry giant, this data-driven episode will help you craft strategies aligned with 2024’s key trends. You can watch the video here too

Webinars remain an important B2B marketing channel for generating quality leads and growing the sales pipeline. However, marketers must implement best practices to maximize webinar results. Hannah Drake Kelley, an account director at healthlaunchpad with significant webinar experience, recently shared proven tips. DOWNLOAD THE PRESENTATION HERE Webinars deliver on core marketing goals. 73% of B2B marketers find webinars generate the highest quality leads, with 20-40% of registrants becoming sales-qualified leads and 15% ultimately converting to customers. Webinars effectively showcase expertise and nurture prospects. For benchmarking, averages show 260 registrations per webinar with 40% attending live. Aim for 100-110 attendees. Engagement increases with 90-minute webinars instead of 60 or 30 minutes. Also, one-third register within 24 hours, confirming the impact of persistent late promotion. Common webinar pitfalls include inadequate planning, misleading titles overselling product propaganda, insufficient promotion, and poor sales follow-up squandering viable leads. Avoid these mistakes. When planning webinars, identify topics addressing target buyer pain points rather than product features. Recruit speakers with credibility like existing customers or partners. Appoint moderators so speakers can focus solely on content delivery. Schedule Tuesday through Thursday afternoons targeting 1-3pm EST. Rehearse extensively pre-event. Effective promotion requires compelling lead-capture landing pages summarizing core value propositions. Then launch email campaigns targeting customer databases and lists of prospects from target companies. Keep marketing the webinar until the last 24 hours when late registrations swell. Enlist sales for added amplification. Incentivize live attendance with giveaways. Promote extensively across all channels up to showtime. During the webinar, rely on moderators to handle flow so speakers concentrate completely on enthusiastic content delivery, which engages audiences far more than tactical points. Incorporate interactive polls, not just Q&A sessions. Have behind-the-scenes staff manage technology and monitor real-time audience commentary. Post-webinar, immediately send on-demand access and thanks to registrants. Provide sales tiered attendee lead lists based on engagement to prioritize follow-up. Resolve outstanding questions, re-purpose content, continue tracking impact on pipeline and revenue to guide ongoing strategy. In summary, webinar success requires diligence across planning, promotion and production plus post-event sales and marketing coordination to fully capitalize on the lead generation opportunity. Committing to webinar best practices yields substantial rewards in quality leads, brand building and sales acceleration. Watch the video here.

Digital health has been on a wild ride over the past few years. After a frenzied boom with sky-high valuations and investor enthusiasm, 2023 saw the wheels come off for many companies. I sat down with digital health legend Matthew Holt to make sense of it all and see what’s next for the industry. Matthew Best is the founder of the Healthcare Blog (THCB) and (with Indu Subaiya) the Health 2.0 conferences, He now splits his time between THCB, and the SMACK.Health advisory service for health tech startups. So what's the deal with digital Health? After years of exuberant funding with record investment rounds, 2023 has seen a major pullback. As Matthew highlights, a hangover was inevitable following the “craziness” of the last few years, where startups received $100-200 million in funding from Softbank and others despite low revenues.  With interest rates rising, investors are now being more selective. Many startups failed or have undergone painful mergers. While deal flow has dropped back to 2016-2017 volumes, Matthew notes this is still well above the more anemic years of 2009-2012. He believes we’re seeing a “reckoning” where unrealistic valuations get reined in, but digital health remains a vibrant sector. Mental health tech has been a big winner, with the pandemic driving investor interest and adoption of online solutions. Matthew expects providers to focus more seriously on managing mental health given the widening recognition of its impact on physical health outcomes.  On the AI front, some analytics startups that help identify at-risk patients show some promise. AI-based companies that are attacking physician burnout via automated documentation are worth watching as well.  He also highlights startups using conversational AI to eliminate huge administrative hassles. With long hold times to complete tasks like prior authorizations, AI bots can hugely reduce provider frustration. While hype got ahead of reality, Matthew expects practical use cases for automation and AI to gain traction.   It is surprising that major players like Amazon, Apple, and Google have struggled to disrupt healthcare. Matthew feels healthcare’s complexity, regulations, and entrenched incumbents have been insurmountable for these tech giants. However, he sees opportunities in pharmacy supply chain management and medication adherence where a consumer-focused Big Tech solution could deliver real value. For those daring entrepreneurs aspiring to build the next big digital health startup, in Matthew’s words, “You probably need your brain tested.” Beyond sheer determination, he stresses that raising money remains difficult and warned founders not to expect another funding frenzy anytime soon. Companies should identify paying customers who can fund product development rather than banking on splashy VC rounds or Quick IPO jackpots to survive. As Matthew wisely states, “If it’s not working relatively easily and there's not strong customer traction...find another wall to bang your head against.” While the path ahead promises more disciplined growth, digital health still offers tremendous ways to improve patient outcomes and experiences while reducing waste. This balance between pragmatic funding and real-world utility points the way to companies that can build sustainable value over time versus chasing temporary hype cycles. Stay tuned as the next era promises exciting innovation alongside responsible disruption of healthcare. The 2023 Funding Shakeout Winners and Losers in the Digital Health ShakeoutWill Big Tech Crack Healthcare?Advice for Digital Health StartupsThe Future Is Still Bright

Unless you have been hiding under a rock in the last six months, you will be aware that ChatGPT is a big deal. It affects marketing in many ways, not least content marketing. Generative AI has been making a gradual impact on Content Marketing for a few years. ChatGPT 4 could be transformative. If you are a content marketer concerned about the impact, fear not generative AI can give you superpowers, but you have to take action to master it. In this in-depth interview, I chat with Case Meehan, a long-time content marketing guy who has been experimenting with generative AI for several years., He dives into the topic in great detail. It's one of the most fascinating conversations in a long time. And we cover a lot of ground: - How ChatGPT and other generative AI tools have already made an impact - How to get started - What ChatGPT can enable content marketers to do, significantly how to leverage content more efficiently - How this will change how content marketers work and the value they deliver - What embedding means and why this is a game changer that needs to be mastered now - How this will revolutionize how Thought Leadership content is created and what new possibilities it will create

Anita is a confounder of Blue Square Collective. She is a very highly regarded expert in social selling. At Blue Square, she helps companies master digital and social selling. Before founding, Blue Square was a Customer Sucess leader with LinkedIn in Europe. In this episode, Anita covers the following: - What is social selling - How companies can excel at and scale social selling - How to structure a social and digital selling program - What are the steps to social selling excellence - What makes someone a superstar social seller - What are the biggest mistakes made in social selling You can reach Anita here https://www.linkedin.com/in/anita-windisman/

In this episode, Milton Hwang of Mission Martech, a long-time marketing technologist, talks about all things marketing operations. He has a deep background in healthcare technology marketing. In our conversation, we cover the following: - The evolution of marketing operations - Where marketing operations is going - How to structure, organize and operate marketing ops - The four different personas of marketing ops leaders: Modernizers, Orchestrators, Psychologists, and Scientists

In this episode, we are doing something a little unusual, and we have two terrific guests today in this special episode on partnerships. This is a deep dive into the whole area of sales and marketing partnerships.  Our two awesome guest span 7 time zones. From the UK, we have Jenna Chambers, the head of global partnerships from Terminus, the ABM platform for 1000+ companies. And from Denver, CO, we have Brittany Jones, Vice President of Partnerships for Gozio Health, which provides an end-to-end, customizable digital health mobile engagement platform for healthcare, among other things, like centralizing access to patient-facing tools, helps with hospital wayfinding and many others. You will learn: How both companies leverage partnerships for growth and delivery (e.g. integrations) The strategic importance of partners, especially in customer success How they find, qualify and engage partners What makes a successful partnership How to make the partnership thrive and grow How to scale the program The magic of Crossbeam Watch this as a video here https://youtu.be/2ojjqGWXWzE

Natalie Cunningham is the CMO of Terminus, one of the leaders in ABM technology.  What Natalie doesn't know about ABM is not worth knowing.    In this interview, we cover:  -Who is Terminus  -What is efficient growth  -Why ABM is so relevant for healthtech -What is the state of ABM adoption  -What is the typical ABM adoption journey  -How to create personalized experiences  -How to use ABM with existing customers  -What is GTM Watch video here https://youtu.be/kHHnuU5IH4g

Dr. Nick Patel. Nick is a highly accomplished physician and healthcare executive and a well-known expert on digital transformation. In 2021 and in 2022, he was recognized by Beckers Hospital Review as one of the 50 innovative chief digital officers to know.   In this episode, we cover:  The changing role of Chief Digital Officers  -The state of healthcare digital transformation -Best practice in digital transformation for healthcare organizations -What will it take for digital health to succeed -Top challenges in digital health  -Technology that he is excited about Video here https://youtu.be/g6k5RJ-s6sc

Caregility is a highly successful telehealth firm. In this episode, Kelly McDermott shares their journey to embracing Account-based marketing fully.   This is a masterclass on how to move systematically from experimentation to doing ABM at scale.  Kelly explains why technology is only a small part of successful ABM. It's all about the people. Kelly shares: How Caregility has adapted to boom and slow-down in virtual care Why they took the decision to move to ABM How they focus on fewer than 400 accounts How they got started with ABM How they selected an ABM platfom How they are organized around an ABM model How they have evolved their ABM model What the results have been You can view the episode here https://youtu.be/RXWiT5aUodE